The effect of an advertisement's colour on emotions evoked by an ad and attitude towards the ad: the moderating role of the optimal stimulation level
Marie-Christine LichtléIAE de Dijon (University of Burgundy)
Colour can be used as a marketing tool to influence individuals. Research into the effect of the colour variable has been carried out in numerous fields, including physics, art, mythology, anthropology, history, architecture, psychology, philosophy and medicine. In marketing, researchers have studied product colour as a brand attribute (Eckman et al. 1990), packaging colour (Favre 1969; McNeal 1973; Favre & Norember 1979; Kojina...